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1、 2022 Nielsen Consumer LLC.All Rights Reserved.2022 Nielsen Consumer LLC.All Rights Reserved.The plant-based revolution:Fromniche to the future 2022 Nielsen Consumer LLC.All Rights Reserved.2Table of contentsIntroduction3What is Veganuary?4Vegan,plant-based,or flexitarian?7Hellmanns case study9Plant

2、-based goes beyond grocery10An opportunity for growth12What are the challenges?15How to market to vegan shoppers17How can you improve the shopper experience19Case study Birds Eye20Your Veganuary to-do list21 2022 Nielsen Consumer LLC.All Rights Reserved.3IntroductionFeatured Voice Its now a global p

3、henomenon that brands and retailers ignore at their peril.Since its launch in 2014,Veganuary has encouraged millions to adopt a vegan diet for the month of January.The 30-day challenge helps stimulate demand for plant-based products as well as highlights the sectors increasingly significant place in

4、 the FMCG landscape.It also couldnt come at a better time of year.With shoppers shaking off the excess of the festive period and looking to embrace healthier habits for 2023,come January,many are happy to buy into this new dietary lifestyle.But its not just shoppers that are climbing onboard.More an

5、d more brands are also taking the opportunity to release new vegan lines,call out their sustainability and ethical credentials and rebrand existing products that naturally fit within the sector.This makes the annual Veganuary challenge the perfect month for savvy brands and retailers to reassess the

6、ir offering in this sector.So,its time to take a deep dive into whether your products are meeting shopper needs and how you are responding to this trend which looks set to only grow in popularity through 2023 and beyond.Thea Bourianne,MBA,RD,LDN is a licensed and registered dietitian based in Chicag